Pengaruh Kualitas Pelayanan dan Pengalaman Wisata terhadap Minat Berkunjung Kembali Wisatawan pada Pantai Cemara Gurugok Kabupaten Bireuen
DOI:
https://doi.org/10.35870/jemsi.v12i5.6946Keywords:
Service Quality, Tourism Experience, Revisit IntentionAbstract
This study aims to examine the effect of service quality and tourism experience on tourists’ revisit intention at Cemara Gurugok Beach, Bireuen Regency. A quantitative approach with a survey method was employed, involving 100 tourists selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with SPSS through validity, reliability, classical assumption, and multiple linear regression tests. The findings reveal that service quality has a positive and significant effect on revisit intention (β = 0.188; p < 0.05). Tourism experience also has a positive and significant effect (β = 0.753; p < 0.05) and emerges as the most dominant factor influencing tourists’ intention to revisit. The coefficient of determination (R² = 0.970) indicates that 97% of the variance in revisit intention is explained by service quality and tourism experience. These results highlight that the success of a tourism destination depends not only on natural attractiveness but also on the quality of service and memorable experiences perceived by visitors. Therefore, destination managers should enhance service quality and create enjoyable, comfortable, and meaningful tourism experiences to strengthen tourist loyalty and encourage repeat visits.
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